Advertising can be regarded as having two separate functions, one of persuading and one of informing consumers. Against some who claim that persuasive advertising using irrational means is moral as long as the product or service it represents is good or useful, this paper argues that by denigrating human reason such advertising is always immoral. On the other hand, advertisements which present information in a straight-forward and truthful way are always moral no matter what they advertise; indeed, only such advertisements (...) are moral. (shrink)

The formulation of moral issues surrounding consumer advertising tends to focus on the capacity to persuade or inform, and how these capabilities may be used to distort or fulfill needs and desires. Discussion of these issues abstracts from widespread advertising and marketing practices, by assuming that all advertising is mass advertising, broadcast indiscriminately over the entire market population. This assumption directs attention away from important issues stemming from actual advertising strategies, which involve campaigns designed for and conveyed to particular customer (...) groups or segments within broader product market. Several cases are outlined to illustrate the class of practices considered to be important and usually ignored, and issues that they raise for moral appraisal are suggested. (shrink)